Presenting the Model of Health Technomarts with the Approach of Marketing Knowledge-Based Products: Grounded Theory

Solmaz Sadat  Naghavi Alhosseini; Naser  Azad; Changiz  Valmohammadi; Abdollah  Naami

doi:10.18502/htaa.v9i2.18717

Solmaz Sadat Naghavi Alhosseini Department of Business Management, Faculty of Management, South Tehran Branch, Islamic Azad University, Tehran, Iran.
Naser Azad Department of Business Management, Faculty of Management, South Tehran Branch, Islamic Azad University, Tehran, Iran.
Changiz Valmohammadi Department of Industrial Management, Faculty of Management and Accounting, South Tehran Branch, Islamic Azad University, Tehran, Iran.
Abdollah Naami Department of Business Management, Faculty of Management, South Tehran Branch, Islamic Azad University, Tehran, Iran.

DOI: https://doi.org/10.18502/htaa.v9i2.18717

Keywords: Knowledge-Based Products; Marketing; Health Field; Technomart

Abstract

Background: Knowledge-based companies often prioritize the scientific and technical aspects of their products, while marketing considerations receive less attention. However, to achieve a competitive advantage, it is essential to address both technological and marketing dimensions. Fan markets emerge as valuable tools to facilitate technology development activities and strengthen the technology market.

Objectives: The present study aimed to provide a model for the health technomart with the approach of marketing knowledge-based products.

Methods: This research is qualitative and was conducted using the grounded theory method with the Glaser approach. Data were collected through semi-structured interviews with 10 purposefully selected health experts. Data analysis was performed in three stages: Open, selective, and theoretical coding, using MAXQDA version 2020 software.

Results: Data analysis resulted in the extraction of 156 open codes, 21 sub-categories, and 7 main categories. The results indicated that management of technology development and transfer, technology development infrastructures, technology policy, technology market management, technological product development, institutional factors related to technology development, and improving the technological business environment are the main categories of health technomart with the approach of marketing knowledge-based products.

Conclusions: This model can facilitate the effective marketing of knowledge-based health products and provide actionable insights for policymakers and innovation managers aiming to strengthen a dynamic and competitive health technology market.